National Telephone Day hotline activation

The idea: Call the number and Twilio rickrolls you. But make the number a prize at the end of a literal game of telephone: the first post sends you to the last, the last back to the second, the second to the caption, the caption to the comments, the comments to the line.

We turned a scroll into a switchboard, using the internet's oldest prank to celebrate the holiday a phone company has the most right to throw.

My role: Concept, copy, and the game logic, partnering across social and design to bring it live, hotline included.

Status: Ran across Twilio's social on National Telephone Day. A low-lift, high-concept swing that let our brand play in the cultural moment it owns most.